The value created by the removal of cut lines: Evaluating the impact of finishing of industrial designs on purchase intention

Abstract

Color, material, and finish (CMF) are essential to the competitiveness of industrial products. However, in the existing research on CMF from the consumer behavior perspective, there is an insufficient focus on finish, compared with that on color and material. Research on finish is limited to technical methods, and there is a lack of discussion about its impact on consumer purchasing behavior. This study examines the effect of cars' exterior design finish on purchase intention in Japan. The research question is, "does changing the quality of the finish by removing cut lines have a positive effect on purchase intention?" Two sets of images were used: normal images of car exteriors and images of car exteriors improved by removing cut lines. An online survey was conducted to explore the impact of a car's finish on consumers' purchase intentions in the Japanese market. The randomized controlled trial results showed that finish had a significant positive effect on purchase intention. This study analyzes the interaction of finish with consumer characteristics. A multiple regression model with interactions revealed that, among consumers who emphasize design, a higher finish quality prompted a greater positive influence on purchase intention. In design research, styling tends to attract significant attention. However, practitioners should not neglect efforts to improve finishing when manufacturing products. Companies that consider it impossible to convey to consumers the quality of products with delicate finishing need to change their mindset. These suggestions apply not only to the automotive industry but also to other durable consumer goods industries.

Consumer’s Automobile Purchase: A Concept

“…Similarly, Sutisna and Handra (2022) and Hendriyati et al (2022) explained consumer behaviour as a motivation that leads towards the consumption process encompassed by the feelings and thoughts of the consumer and the actions taken during the time of purchase. Kato et al (2023), Kirby et al (2006), Apple (2020), andBaptista et al (2021) emphasized material, colour, and finish are essential for the competitiveness of industrial products. Locating the significant impact of cars' external finishing on the final purchase intention of a consumer, Kato et al (2023) suggested that industries change their mindset, especially those who believe less in the quality of product having either of the repercussions on the consumer's intentions towards the car purchase.…”

“…Kato et al (2023), Kirby et al (2006), Apple (2020), andBaptista et al (2021) emphasized material, colour, and finish are essential for the competitiveness of industrial products. Locating the significant impact of cars' external finishing on the final purchase intention of a consumer, Kato et al (2023) suggested that industries change their mindset, especially those who believe less in the quality of product having either of the repercussions on the consumer's intentions towards the car purchase.…”

“…RCT is a scientific experimentation used in research of the social science domain (Kato et al, 2023;Garrott et al, 2023;Hsiang-Han et al, 2024). The control groups and experimental groups are amicably assigned through RCT, which enables the researcher to dig out different outcomes among each group.…”